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Report on National Lecture
Department of Political Science
Value Added Programme on Political Campaign and Social Media: Psephology Studies
Date: November 21, 2025
The Department of Political Science organized a National Lecture on November 21, 2025, as part of its Value Added Programme titled Political Campaign and Social Media: A Psephology & Electoral Studies. The lecture was delivered by Prof. A.K. Verma, Director of the Centre for the Study of Society and Politics, Kanpur, and a veteran expert in Psephology studies in India.
The lecture focused on the methods, concepts, and techniques of Indian Psephology. Prof. Verma provided a comprehensive overview of the evolution of electoral studies in India, tracing its development from early survey-based analyses to the contemporary use of data analytics and digital tools in political campaigning. He explained key concepts such as voting behaviour, swing analysis, opinion polls, exit polls, sampling methods, booth-level data interpretation, and the role of socio-economic indicators in electoral forecasting.
A significant portion of the session was devoted to methodological rigor in psephological research. Prof. Verma emphasized the importance of scientific sampling, questionnaire design, fieldwork ethics, and statistical interpretation. He also addressed the challenges of conducting opinion polls in a diverse and complex democracy like India, highlighting issues of representativeness, regional variations, caste and community dynamics, and the impact of social media narratives on voter perception.
In the context of political campaigns and social media, the lecture examined how digital platforms have transformed electoral strategies. Prof. Verma discussed micro-targeting, data-driven campaign management, narrative building, and the increasing use of technology in voter outreach. He cautioned against misinformation and stressed the ethical responsibilities of researchers and political analysts.
The lecture witnessed enthusiastic participation, with 93 participants joining online, including students, faculty members, and researchers. The interactive Q&A session allowed participants to seek clarifications on survey techniques, the credibility of exit polls, and career prospects in psephology and political consulting.
Learning Outcomes
The participants were able to:
1. Understand the foundational concepts and evolution of Psephology in India.
2. Comprehend the scientific methods used in electoral surveys and opinion polls.
3. Analyze voting behaviour using socio-political and demographic indicators.
4. Evaluate the role of social media and digital data in contemporary political campaigns.
5. Develop critical awareness regarding ethical issues in electoral research and media projections.
Learning Outcomes
1. Enhanced academic engagement with empirical electoral studies.
2. Strengthened students’ analytical skills in interpreting election data and survey findings.
3. Greater awareness of career opportunities in political analysis, campaign strategy, and data research.
4. Encouraged interdisciplinary research linking Political Science, Data Analytics, and Media Studies.
5. Reinforced the department’s commitment to integrating theory with contemporary political practice through value-added initiatives.
The National Lecture was a significant academic initiative that enriched participants’ understanding of Indian electoral dynamics and the evolving interface between politics, data, and digital media.
